Marketing and Human Resource Management Analysis of Ufone and Mobilink

Abstract

Cellular companies came to Pakistan in early 90’s.However with the passage of time so many local cellular companies as well as foreign companies came to Pakistan with their innovations through certain policies and practices. For this purpose study was focused on two cellular companies, which were mobilink and ufone.this research sought to find out how they were got share in a market. The research also investigated the human resource policies and practices, which they follow in their organization by analyzing their marketing and human resource department. The research was based in Islamabad, and thus focused on head offices of these organizations. The research was survey based, which collected secondary data relating to marketing and human resource management of these organizations. Take structured interview from head of marketing and hrm department. It was found that Since Ufone entry into the market for Mobilink things have changed dramatically but no one is losing customers least of all Mobilink. Instead Ufone has forced Mobilink into reconsidering its premium services only strategy and now it is attempting to capture a growing market in the middle-income group. The changes in strategy are that now prepaid cards will be given more attention and emphasis than before. The research concludes with suggestions to improve their public relations. There is a wide range of market forces that come into play therefore for both companies, which have a cutthroat competition, should concentrate more on sales and public relations. Network congestion and traffic problems are faced by both organizations. They should try to over come these technological errors.